I was just thinking (does anybody smell the smoke?

), is pretty much an academic exercise to pursue a flat anechoic FR for any given design? If you could possibly produce such a speaker, that flat FR goes right out the window as soon as you put it in a listening room. So, in the end, is it a "tilting at windmills" effort?
Wouldn't it be more intellectually honest and practical to say: "Look, if you want a flat
in-room FR, you will have to use room treatment and/or equalization to get there. Period." Or, would it be business suicide to say such things, because 90% of speaker buyers won't want to hear that?
Should we, who are willing to employ such measures, be more concerned about other aspects of a speaker design, i.e. cabinet rigidity, quality drivers, power handling, quality bits & pieces in the crossovers, etc? If the FR is "in the ballpark" and one assumes that the room will have to be corrected through treatments and/or equalization to get the FR one wants, should we be overly obsessed with the speaker's FR?
Is there any way to persuade manufacturers to stop juicing the bass and/or treble FR in an otherwise fine design? Would they listen to: "Hey, how about aiming for a flat FR? It doesn't have to be perfect, because it's going to be skewed in a person's listening room anyway. If we want to get good in-room performance, we'll do what it takes on our end". What are the chances?